How Ag Retailers Can Prioritize Growth in a Tight Ag Economy

The ag economy in 2026 is putting pressure on both growers and retailers. Input costs remain unpredictable, margins are narrowing, and markets are reacting faster than many retailers can comfortably plan around.

During the recent DTN CropLife webinar, Signals vs. Noise: Growing Retail Sales in a Tight 2026, DTN leaders discussed how retailers can improve customer targeting and sales planning by combining market analysis with farm-level intelligence.

Commodity Markets Are Reacting to More Than Supply and Demand

DTN Lead Market Analyst Rhett Montgomery explained that commodity markets are being influenced by a wider mix of forces than retailers may have relied on in previous years.

“Supply and demand no longer explain the full story,” Montgomery said.

Weather volatility, geopolitical instability, fertilizer disruptions, and rapid market reactions are all contributing to less predictable price movement. He pointed to recent movement in wheat markets as one example where prices rallied despite relatively neutral global fundamentals.

For retailers, that kind of market behavior creates additional pressure on growers’ purchasing decisions. When markets move sharply in response to headlines, weather forecasts, or geopolitical developments, growers may hesitate on input decisions or delay commitments while waiting for more clarity.

Corn and Soybean Profitability Remains Tight

The financial outlook remains challenging as growers make acreage and purchasing decisions for 2026.

Fertilizer Economics Continue to Influence Acreage Decisions

Nitrogen prices have climbed back toward multi-year highs, creating additional pressure for growers already managing tight margins.

Finding the Right Growth Opportunities

DTN Agriculture Commercial Leader for Sustainability Courtney Yuskis discussed the challenge many retailers face when identifying new opportunities in established territories.

Many retailers still rely on spreadsheets, manual research, and past customer lists to build prospecting plans. Yuskis explained how DTN Farm Intelligence is designed to help retailers narrow those lists using operational and agronomic data.

Moving From Research to Action

Users can access producer profiles that include acreage history, crop mix, storage information, sustainability indicators, and related operator data.

Coming Soon: Revenue Scoring and AI-Assisted Prospecting

DTN previewed additional capabilities coming to the platform, including revenue opportunity scoring and AI-assisted portfolio creation.

A More Targeted Approach to Growth

There is a broader shift happening across agriculture. Sales teams are operating in a market where volatility, margin pressure, and customer expectations continue to evolve.

Retailers continue looking for better visibility into market conditions, customer opportunities, and territory prioritization.

In tighter markets, retailers may need to be more selective about where they focus time, resources, and sales efforts.

“The need for growers and agribusinesses to have very good market intelligence has never been greater,” Montgomery said.

Watch the full webinar and DTN Farm Intelligence demonstration on demand. (Link to Recording on Dtn.com)